Early may saw Australia’s National Rugby League (NRL) launch a new cause campaign, called ‘Out For Blood’, that leverages the spiking interest and deeply rooted rivalry around the upcoming State of Origin series
The initiative, developed for the NRL by R/GA Sydney in partnership with the Australian Red Cross Blood Service, calls on fans from both Queensland and New South Wales to give blood – competitively.
The cause is spearheaded by twin films featuring former players Nathan Hindmarsh and Gorden Tallis (one from each side).
Out for Blood – QLD from RGA Sydney on Vimeo.
Out for Blood – NSW from RGA Sydney on Vimeo.
The spots are supported by a set of digital display ads, plus out of home executions, social media posts and two branded Donor Mobile Units that will be touring New South Wales and Queensland in the run up to the series.
Donations will displayed via an online tracker at nrl.com/donateblood where you can also pledge to give blood for your state.
Fans who give blood at a mobile unit, or an Australian Red Cross Donor Centre in either State, will also be able to show their support with branded bandaging.
“As any player will tell you, State of Origin is Australia’s greatest sporting rivalry, and an annual battle that fans take very personally. This year, we’re giving them a chance to take the fight off the field and make it count. We hope Out for Blood will fire them up for the games, and for a good cause,” explained NRL general manager of brand and marketing Peter Jarmain.
Bob Mackintosh, VP executive creative director APAC, R/GA adds: “Out For Blood is an initiative that’ll genuinely save lives, and I applaud The Australian Red Cross and NRL coming together to make it happen.”
Comment:
Rugby (and sport in general) has a strong heritage for blood donation cause campaigns and this fine, admirable initiative adds to that strong back catalogue of initiatives.
Others notable examples range from England Rugby’s 2015 World Cup #BleedForEngland initiative (see case study) to Brazilian soccer side Vitoria FC brilliant red stripe shirt campaign (see case study).
Links:
NRL Donate Blood:
https://www.donateblood.com.au/NRL
Australian Red Cross Blood Service
https://www.donateblood.com.au/
NRL:
https://www.youtube.com/user/NRL
https://www.instagram.com/nrl/
R/GA
https://www.rga.com/offices/sydney
